Mazda Brand Immersion


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  • Through interviews Protégé 5 has low awareness Car perceived as being targeted towards younger audience with income ranging from $ 30,000-45,000. The car is associated with brands like “Timex” or “Casio” watches, Gap, etc. The car is being driven to a movie theatre to watch movies like “Catch me if you can”, “analyze that”
  • Mazda Brand Immersion

    1. 1. 2003 Marketing Communications Campaign Mazda Protégé5 Racquel Smith Olivier Wasilewski Chung Chun Kao Neha Sharma
    2. 2. Immersing into the Brand <ul><li>Understanding Mazda </li></ul><ul><ul><li>The brand unifies sporty attitude and modern style with everyday practicality </li></ul></ul><ul><li>Understanding Mazda Protégé5 </li></ul><ul><ul><li>It’s a fun to drive car with exceptional handling capabilities implemented into practical concept vehicle </li></ul></ul>
    3. 3. Brand Personality Fun Adventurous Versatile Stylish Spirited
    4. 4. The Competition <ul><li>Ford Focus </li></ul><ul><li>VW Jetta </li></ul><ul><li>Pontiac Vibe </li></ul><ul><li>Toyota Matrix </li></ul>
    5. 5. The Challenge Mazda is not in the “Evoked Set” of car brands AWARENESS
    6. 6. The Objective <ul><li>Create awareness and interest for Mazda Protégé 5 </li></ul><ul><li>Increase the number of hand raisers </li></ul><ul><li>Increase test drives and dealership visits </li></ul><ul><li>Create purchase intention </li></ul><ul><li>Drive sales and leases for Protégé 5 </li></ul>
    7. 7. The Campaign Media Elements <ul><li>Print ads : Magazines </li></ul><ul><li>Direct Mail </li></ul><ul><li>Email </li></ul>
    8. 8. The Target Market Psychographic Profile Demographic Profile
    9. 9. CHOICES Internal Inputs Goals Motivation Values External Outcomes Lifestyle Work Purchase Who You Are What You Do
    10. 10. 4C’s: Seven Values Segments Resigned Survival Struggling Escape Mainstreamers Security Aspirers Status Succeeders Control Explorers Individuality Reformers Self- Expression ACHIEVERS
    11. 11. <ul><li>Image conscious </li></ul><ul><li>Want style </li></ul><ul><li>Seek fun </li></ul><ul><li>Love Action </li></ul><ul><li>Socialize- move along or seen in the crowd </li></ul><ul><li>They are enthusiastic about their work </li></ul><ul><li>Ambitio us , laddering to their success </li></ul><ul><li>Dream to be there someday </li></ul><ul><li>Want to achieve more </li></ul>The ACHIEVERS
    12. 12. ACHIEVERS Generation X Men, 26-34 Generation Y Men, 18-25
    13. 13. Generation Y Generation X Team oriented (We) Independent / autonomous (Me) Tech savvy Tech savvy Optimistic Survival-minded Expect to be treated well Crave respect Want feedback Want feedback Can do attitude Skeptical Want a life, personal time Want a life, personal time Are Used to being busy all the time Willing to work hard for a given time Short attention span Short attention span Fun required Serious, purposeful fun Very emotional based More rational based
    14. 14. Generation Y 18-25 Element of Fun & Enjoyment of Life “ Another reason to enjoy life…”
    15. 17. Generation X 26-34 The integration of the sporty attitude and modern styling with the practical aspects “ All in one, and a little more…”
    16. 20. Direct Mail
    17. 23. E-mail
    18. 24. The Media Plan
    19. 25. The Media Plan
    20. 26. Budget Summary Print 35% DM 26.13% Email 21.2% Gifts 17.58% Tent Cards 0.09%
    21. 27. ROI
    22. 28. Life Time Value of Customer Calculation: 34-18 = 16 16/4( average times a customer will buy a new car) = 4 cars Loyalty rate is 35% Therefore, 35% * 4 = 1.4 cars Average price of a Mazda car which would be $17,000 Therefore $17,000 * 1.4 = $23,800 The lifetime value of the customer will be calculated based on the target market of 18-34
    23. 29. Thank You !!! Questions & Comments